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Start-ups · Media & Gaming

CRUWI

cruwi.com ↗ ·Málaga ·Pre-seed

CRUWI is a Málaga-based two-sided marketplace that connects musicians, record labels and brands with TikTok and Instagram content creators, who are paid to make short videos featuring songs being promoted. Labels and artists launch campaigns with a set budget, and creators earn a fixed fee per video plus variable income based on views, which lets micro- and nano-influencers earn from content they already make. The platform has built a network of more than 30,000 creators across Spain, Mexico and Colombia, and has run about 800 campaigns producing over 65,000 videos and 551 million views, for labels such as Sony Music, Universal Music and Interscope Records. It was founded in 2022, started as a creator-referral marketing tool for e-commerce brands before moving into music, and raised a €150,000 pre-seed round led by Demium, with SeedRocket also among its backers.

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